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Hakai Energy Solutions
INTRODUCTION
Accelerating Hakai Energy’s Residential Growth
For over a decade, Hakai Energy Solutions has been a trailblazer in custom solar energy systems across Vancouver Island and beyond. With a strong presence in commercial and municipal projects, they had their sights set on a rapidly expanding opportunity: the residential solar market. To fuel this ambitious growth, they turned to us to build a powerful lead generation engine that would transform their residential sales funnel.
Hakai’s journey into the residential market was a strategic pivot. While their roots were firmly planted in commercial projects, the residential sector’s contribution to their revenue had skyrocketed—from under 5% to 55% in just three years. With competition heating up, they needed a marketing strategy that would not only keep pace with this growth but also solidify their position as Vancouver Island’s top choice for residential solar solutions.
Crafting a Strategy for Success: A Multi-Faceted Approach
Our engagement began with a deep dive into Hakai’s market positioning and goals. The objective was clear: generate a steady stream of high-quality residential leads to complement their robust commercial presence. We developed a comprehensive strategy that spanned multiple channels, each designed to target homeowners across Vancouver Island effectively.
Illuminating the Value: Messaging + Proposition
We started by refining Hakai’s messaging to resonate with homeowners. The narrative focused on affordability, emphasizing the benefits of available government grants and incentives. By highlighting Hakai’s status as the largest and top-rated solar contractor on Vancouver Island, we created a compelling story that appealed to both eco-conscious homeowners and those looking for practical savings.
Tailored Landing Pages
To capture and convert interest, we built region-specific landing pages optimized for user experience and lead generation. Each page was tailored to the unique characteristics of the target regions—Victoria, the Comox Valley, and the Regional District of Nanaimo—ensuring that potential customers found relevant, impactful information that guided them smoothly through the conversion funnel.
OUTREACH
Precision Marketing in Action
Our strategy leveraged a mix of digital marketing tactics, each meticulously designed to engage Hakai’s target audience:
Google Search Campaigns
We deployed geo-targeted campaigns that zeroed in on homeowners across Vancouver Island. These campaigns were continuously optimized based on keyword trends, government announcements, and new product offerings, ensuring maximum relevance and impact.
Social Media Campaigns
We harnessed the power of Instagram and Facebook to create eye-catching campaigns featuring compelling imagery and video content. By experimenting with in-ad lead forms and refining our targeting, we drove significant engagement and lead generation.
Google Business Profile Optimization
To enhance local search visibility, we optimized Hakai’s Google Business Profile, improving their organic reach and positioning them as the go-to solar provider in their key markets.
Results
44.6 % OPEN RATE
Across all seven campaigns, we achieved an average of 44.6% open rate, exceeding the.. 29.1% industry average.
6.8 % CLICKTHROUGH RATE
The clickthrough rate on our ads performed 225% better than industry average within the technology sector (2.09%), and 160% higher than the Industrial Services sector (2.61%).
